There was a time when the consumer journey was fairly simple.
In fact, you could even say it was linear. Marketers would conduct consumer research through surveys and analyze numbers, adjusting their strategies accordingly.
Now, the consumer journey is digitally scattered. Consumers are becoming more digital-savvy by the minute, interacting with brands on multiple platforms and in varying ways. How can we collect all of these consumer insights to make sense of the bigger picture? Below, we explore the ins and outs of a 360-degree customer view and why your business must have one.
What Is a 360-Degree Customer View?
Put simply, a 360-degree customer view is a complete profile of your consumer based on all consumer interactions with your brand.
Digital is nothing new. Most marketers are aware that unless you have a good online presence, your brand will get lost in a sea of competitors. The more time consumers spend online, the more intelligent marketing strategies must become to keep up.
It’s important to collect digital data and analyze it for a well-informed marketing strategy. But that’s not all. Consumers also interact with your brand in other ways, offline.
There are multiple points of interaction between your brand and the consumer. A 360-degree customer view collects all of these nuggets of data, polishes them up, and puts them in one place for 360-degree data aggregation purposes.
This information includes social media likes and comments, email marketing, purchase history, personal information, telecommunication, and the list goes on.
Benefits of a 360-Degree Customer View
Effective marketing relies on truly knowing your consumer and what you can do to meet those needs. Developing a data-driven marketing strategy is a good way of determining what those needs are, and how you can meet them.
However, some businesses rely on bitsy and incomplete data. Here are a few reasons why it’s essential to get the full picture with a 360-degree customer view.
Business and Brand Cohesion
One of the most important things to consider when it comes to your brand is cohesion. Your brand should have a cohesive voice across all platforms. You should also have a cohesive strategy when it comes to how you address consumers online and offline.
A 360-degree customer view will ensure that this voice and strategy remain consistent across all areas of consumer interaction. This covers everything from online marketing to your customer service department.
This also promotes cohesion within your business as everyone involved has a common understanding of who the consumer is. This information can serve multiple departments from marketing to sales, creating a more cohesive business approach.
Fail-Proof Marketing Strategies
A full picture of the data lets you see what’s working and what isn’t. Plus you’ll know exactly where you’re falling short. Data is hard evidence of where you need to focus your attention to attract and most importantly keep consumers.
A 360-degree customer review also provides valuable predictive insights into what consumers might need so that you’re always one step ahead.
How Do I Get One?
Running a business is tough. You’ve already got a lot on your plate, and marketing often becomes an after-thought. This is why compiling and utilizing a 360-degree customer view is best left to the professionals.
Digital agencies like 321theagency.com or the Atlanta Digital Studio are experts at data aggregation services. They also use these to inform your marketing strategies so that you can get the most out of your data.
A (360-Degree) View From the Top
Business growth comes with knowing your consumer, listening to their needs, and adapting accordingly. To do this, a 360-degree customer view is an essential starting point.
If you enjoyed this article we’ve got a whole lot more resources to better your business. Check out our marketing section for more essential insights.